In front of 5,000 Anheuser-Busch distributors, Lance Armstrong has come forward as the brand champion for the company’s Michelob Ultra beer. The brewery confirmed in early October that the seven-time Tour de France winner has signed a three-year agreement to become the brand’s new spokesperson and ambassador.
As part of the agreement, Armstrong will be making a number of commercials. These are scheduled to roll out in 2010. Print ads, outdoor media, product packaging and point-of-sale marketing are also included as part of the deal.
